ANGELINA CUDAL

M(2:30-5:30)

SETTING THE AGENDA

-the "agenda-setting" theory of mass communication effects builds on Lippmann's notion of media impact by distinguishing between what we think about and what we think of.

-the difference is that a former includes what we know about (cognition) whereas the latter refers to our opinions and feeling (predisposition). agenda-setting suggests that mass media can help substantial an important impact on the cognitive level without affecting predisposition. But it should be clear that even if media are limited to this one effect, setting the agenda is not a trivial consequence.

-mass communication can affect public opinion by raising the salience of issues and positions taken by people and groups in the news.

-2 concepts in agenda-setting theory:

1) issue salience>determines the prominence and penetration the issue has with the audience, or how well it resonates with each public.

2) cognitive priming>describes the personal experience or connection someone has with an issue.

• 
  
  researchers McComb and Shaw reformulated and expanded agenda-setting theory stating

DIFFUSING INFORMATION AND INNOVATION

-this theory explains this process characteristic of innovation- or new ideas- as well as characteristics of the adopters influence the adoption process.

-ideas or innovations are more readily adopted if they are

• 
  
  more advantageous than the current situation


• 
  
  compatible with previous experience and other aspects of the situation


• 
  
  simple


• 
  
  easily tried


• 
  
  observable with readily apparent outcomes

"innovators" are the first to adopt new ideas followed by "early adopters", "early majority" , "late majority", and "laggards".

DEFINING SOCIAL SUPPORT

"spiral of silence" theory suggests a phenomenon commonly reffered to as "the silent majority"

persuasive message-> defines (or redefines) sociocultural process of group(s)-> forms of definitions of socially approved behavior-> achieves changes in direction

Req't iN p.r.

CAISSA CARBONELL
MONDAY 2:30-5:30

SETTING THE AGENDA

*This theory of mass communication effects builds on Lipmann's notion of media impact distinguishing between what we think about and what we just think. There's this two differences:(1)cognition, whereas in includes what we know about; and (2)predisposition, which refers to our opinions and feelings.

*Mass Communication can affect public opinions by raising the issues and positions taken by the people and groups on the news.

*There are two concepts in agenda-setting theory and research which are useful in P.R. :

(1) ISSUE SALIENCE > determines the prominence and penetration on the issue with the audience, or how well it resonates with each public.

(2) COGNITIVE PRIMING > describes the personal experience or connection someone has with an issue.

McCombs & Shaw
----> reformulated and expanded agenda-setting theory stating ,
"Media not only tell us what to think about, but how to think about it, and consequently, what to think."

DIFFUSING INFORMATION AND INNOVATION

*It explains how sources may come from different social, economic, and educationalbackgrounds.

*Ideas or innovations are more readily adopted if they are (1) more advantageous than the current situation; (2) compatible with previous experience and other aspects of the situation; (3) simple; (4) easily tried, and; (5) observable with readily apparent outcomes.

*innovators are the first to adopt new ideas, followed by early adopters, early majority, late majority, and laggards.

DEFINING SOCIAL SUPPORT

*SPIRAL OF SILENCE theory suggests a phenomenon commonly reffered to as the silent majority.

-Persuasive message

-Defines socioculturalprocess

-Forms of definitions

-Achieves changes

*This items of the socio cultural model of persuasion suggests that messages presented via the mass media may provide the appearance of consensus regarding orientation and action with respect to a given object or goal of persuasion

Communication Effect

Liezel Sayawan MW 2:30-5:30pm

SETTING THE AGENDA

Agenda setting- in mass communication theory builds up on Lippman's notion of media impact by distinguishing between:
>what we think about- involves cognition
> what we think-refers to our opinion and feelings or predisposition

>Agenda setting suggest that mass media can have substantial and important impact on the cognitive level without affecting predisposition.But it should be clear that even if media are limited to this one effect.

Setting the agenda-is not a trivial consequence.
For example:
early explorations of agenda setting by the press during presidential elections found that relative media emphasis issues has a cumulative effect on the electorate.

The same issues with the same relative emphasis as that even by the media, make up the voters' agenda. In the other words the issues considered least to most important by voters reflect patterns of media coverage rather than a particular political agenda.

CONSEQUENCES OF MEDIA AGENDA SETTING
>Media coverage can elevate the public standing of issues, people, organizations, institutions and so forth.
>Changes in the amount of media attention can lead to changes, public priorities
>The more concerned people are about something. The more they tend to learn about it, the stronger their opinions are of it, and the more they tend on action on it.
>Media Coverage can affect the agenda priorities of some specific and important public, such as legislators, regulators, and other policy makers.

in summary:
Mass Communication can affect public opinion by raising the salience of issues and positions taken by people and groups in the news.

2 concepts in Agenda Setting Theory

1. Issue salience
>determines the prominence and penetration has with the audience, or how it well it resonates with each public .Interpersonal communication enhanced the agenda setting effect effect of the media or interfered with the agenda setting effect when the interpersonal discussion conflicts with the media content.

2. Cognitive priming
> describes the personal experience or connection someone has with an issue.

McCombs and Shaw- researchers that reformulated and expanded agenda setting theory,
stating "Media not only tell us what to think about, but how to take about it, and consequently, what to think."

Wiley-

Setting the Agenda describes the mass media’s significant and sometimes controversial role in determining which topics are at the centre of public attention and action. Although Walter Lippman captured the essence of the media’s powerful influence early in the last century with his phrase, “the world outside and the pictures in our heads,” a detailed, empirical elaboration of this agenda-setting role of the mass media did not begin until the final quarter of the 20th century. In this comprehensive book, Maxwell McCombs, one of the founding fathers of agenda-setting tradition of research, synthesizes the hundreds of scientific studies carried out on this central role of the mass media in the shaping of public opinion. Across the world, the mass media strongly influences what the pictures of public affairs "in our heads" are about. The mass media also influences the very details of those pictures. In addition to describing this media influence on what we think about and how we think about it, Setting the Agenda also discusses the sources of these media agendas, the psychological explanation for their impact on the public agenda, and the subsequent consequences for attitudes, opinions and behavior.

DIFFUSING INFORMATION AND INNOVATION

Research in a variety of setting shows that mass communication facilities, social interaction and change. Sources may come from different social, economic and educational backgrounds but are accessible through the media.

The media then provide information from sources that would otherwise not be able through interpersonal networks in which "like talks to like". Once people get information from the media , however they enter conversations armed with useful new information.

Diffusion of information and innovation theory-

Diffusion of Innovations is a theory of how, why, and at what rate new ideas and technology spread through cultures. The concept was first studied by the French sociologist (1890) by Gabriel Tarde and by German and Austrian anthropologist Friedrich Ratzel. Its basic epidemiological or internal-influence form was described by H. Eart Pemberton who provided examples of institutional diffusions such as postage stamps or compulsory school laws. The publication of a study of Ryan and Gross on the diffusion of hybrid corn in Iowa was the first sustainably visible contribution in a broader interest in innovations which was especially popularized by the textbook (1962)by Everett Rogers, Diffusion of Innovations. He defines diffusion as "the process by which an innovation is communicated through certain channels over time among the members of a social system.

Characteristics of innovation-or new ideas-as well as characteristics of adopters influence the adoption process. Ideas or innovation are more readily adapted if they are:

1.more advantageous than the current situation.

2. compatible with previous experience and other aspect of situation.

3.simple

4.easily tried

5.observable with readily apparent outcomes.

Innovators- are the first to adopt new ideas followed by early adopters, early majority, late majority and lagards.

* innovators - venturesome, educated, multiple info sources

* early adopters - social leaders, popular, educated

* early majority - deliberate, many informal social contacts

* late majority - skeptical, traditional, lower socio-economic status

* laggards - neighbours and friends are main info sources, fear of debt

Diffusion and adoption process illustrates the impact that mass communication has on interpersonal communication and networks.

DEFINING SOCIAL SUPPORT

Spiral of Silence theory- suggest a phenomenon commonly referred to as "the silent majority".
Individuals who think their opinion conflicts with the opinions of most other people tend to remain silent on an issue. Carried to an extreme, even if a majority actually agree but do not individually recognize social support, their silence and inactivity can lead to erroneous conclusion that not many people support a particular view.

Public opinions arises as individuals collectively discern supports for their views through personal interaction and by attending to the mass media.Individuals observe and assess their social environments estimating the distributions of opinions, evaluating the strength and chances of success for each.

The Spiral of Silence theory is a scientific theory that for the most part is quite sound in situations in which opinions are not of great consequence. For example, if my opinion is a strong conviction and I am unwilling to bend in my beliefs then the theory may not apply to me to such an extent. Also, if I am an opinion leader, (from the Diffusion of Innovations theory) that is I am the one voicing my opinion and affecting other people; then I also may not bend in my opinions either.

The Spiral of Silence is useful to apply in situations when trying to explain why people cover up or change their opinions when in a group setting especially when they think they are alone in their opinions.

For example:

An example to help illustrate the Spiral of Silence theory is a person going out with a new group of people or on a date with someone you do not know very well. When ordering pizza for this theory, I would conform to the mushroom lovers because I feel I am in the minority since I do not like mushrooms and i think everyone else does. Therefore I do not want to be rejected or alone in my opinions.

BY: MARY GRACE F. COSTO Monday 2:30-5:30pm

SETTING THE AGENDA

Agenda setting suggests that mass media can have substantial and important impact on the cognitive level without affecting predisposition. Agenda setting theory emerges from communications studies and focuses on mass media influence on setting political agenda.

1. Media coverage can elevate the public standing of issues, people, organizations, institutions and so forth.
2. Changes in the amount of media attention can lead to changes in public priorities.
3. The more concerned people are about something, the they tend to learn about it, the stronger their opinions are of it and the more they tend to take action on it.
4. Media coverage can affect the agenda priorities of some specific and important public, such as legislators, regulators and other policy makers.

There are two concepts in agenda-setting theory useful in public relations. First is issue salience which determines the prominence and penetration of issue or how well it resonates with each public. Second is cognitive priming which describes the personal experience or connection someone has with an issue.

"Media not only tell us what to think about, but how to think about it, and consequently, what to think." - this theory from researchers McCombs and Shaw provides a promising theoretical framework in the practice of public relations.

DIFFUSING INFORMATION AND INNOVATION

Innovation or new ideas influence the adoption process. Innovation of new ideas are adopted if they are (1) advantageous than the current situation (2) compatible with previous experince (3) simple (4) easily tried and (5) observable with readily apparent outcomes.

Mass Communication facilitates social interaction and change. The media is a source of information for those who find it. The infos we get from the media becomes our topic of conversation. Mass media provides the information needed for interpersonal communication therefore, mass media diffuses infos to others.

DEFINING SOCIAL SUPPORT

It is common of any individual to think that if their opinion conflicts or disagree with the opinion of others, they tend to be silent at a certain period of time.

We ussualy hear this terminology, "silent majority" especially when an event is yet to happen like selecting of future leaders of a country. Here and there, we can hear different opinions maybe from our friends, associates and mass media. but a phenomena which is called spiral of silence really exists and these comes from large group of individuals who remain silent but their being silent give a conclusion that they are collective in their ideals. This group of individual who belong to silent majority have one common opinion and so they agree with each other. Therefore, spiral of silence or silent majority is one kind of social support.

PALAGANAS, GLYZA L. (2:30- 5:30pm)

SETTING THE AGENDA

Mass communication have an important role in our society its purpose is to inform the public about current and past events. Because mass communication is like of mass media and mass culture for the process as professional communicators. We know all mass media use technological devices to share message over great distance to influence large audiences, and for this process the mass media which can be a newspaper, a book and television, take control of the information we see or hear. Through this process many people have to decide whether or not the news is to bee seen or heard.

Agenda setting is like of mass media and mass culture same the mass communication what’s call it, for the process of the mass media is to determine what we think and worry about. Because mass media is have a ability to effects the cognitive change as a individuals, and to structure their thinking has been labeled the agenda setting is have a assumption to ability of the media to influence the visibility of events in the public mind has been apart of our culture for almost half on a century. Therefore the concept of agenda setting in our society is for the press to selectively choose what we see or hear in the media.

This theory of agenda setting as I have mentioned above has many useful uses in our society. Therefore agenda setting is used for many purposes to establish the media agenda and to retrieve the opinion of the public. In conclusion the agenda setting theory has many beneficial uses in our society and it is part of our communication.

DIFFUSING INFORMATION AND INNOVATION

An innovation is an idea, practice, or object that is perceived as new. Some innovations diffuse relatively slowly, while other innovations diffuse rapidly. The determine on diffusing of information and innovation’s rate of adaption are its relative advantage, compatibility, complexity, and observability.

The several determine about diffusing information and innovation is the influence as a individual’s decision to adopt or reject an diffusing information and innovation. The relative advantage is how improve an innovation is over the previous generation. Compatibility is the second characteristic, the level of compatibility that an innovation has to be assimilated into an individual’s life. The complexity of an innovation is a significant factor in whether it is adopted by an individual. But if an innovation is too difficult to use an individual will not likely adopt it. The fourth is trialability, determines how easily an innovation may be experimented with as it is being adopted. The final is observability, is the extent that an innovation is visible to others. An innovation that is more visible will drive communication among the individual’s peers and personal networks and will in turn create more positive or negative reactions.


DEFINING SOCIAL SUPPORT

People have time to speak and sometimes choose to remain silent. Even if we are part of the Mass communication field, we are not always agree with the things that are happening around us. Not all the time we are on the flow and we feel good about the opinions of others. We do have different ways on perceiving things so, sometimes we have different explanations and understandings. We will support those people we are in favor to their ideas and reject those we don’t like. We are the one who choose who we will support and agree to.

Ex: In a family, sometimes the decision of the father is not alright with the wants of the mother that is why sometimes they argue with each other. We will see that sometimes not all things are good to everyone.

There are some things that will effect good to others and sometimes will effect bad to them. So we choose on what things or actions are we going to do. I think, good planning and explaining it well to each other may help develop good understanding.

CANA, NOMELA M.
PR M-2:30-5:30pm

SETTING THE AGENDA

“Media not only tell us what to think about, but how to think about it, and, consequently, what to think.”

There are two concepts in agenda-setting theory and research are especially useful in Public Relations. First is the issue salience or the opinion of an individual or of the public in certain situation through their own experiences and Second is the Cognitive priming or the knowledge they gain through their own experiences.

In Agenda-setting theory of mass communication, The media impact or the public opinion and knowledge they gain through mass media sets the agenda. The Mass media gives impact on the cognitive level, cognition, what we know about or the knowledge of an individual or group without affecting the predisposition or the opinion of an individual.

Mass Media can affect the public opinion and in Public Relations there will be an instances that the effect will be a good thing or bad thing depends on the opinion of the Public in Mass media.


DIFFUSING INFORMATION AND INNOVATION

The Mass media has the responsibility to spread the new information, new ideas in a current situation to the target public. The mass media looks for new information, they gather data from different sources to spread this new ideas and information to their target public.

Diffusion of information and innovation theory explains this process. Characteristics of innovation- or new ideas- as well as characteristics of the adopters influence the adoption process. Ideas or innovations are more readily adopted if they are:

1. More advantageous than the current situation.
2. Compatible with previous experience and other aspects of the situation.
3. Simple
4. Easily tried
5. Observable with readily apparent outcomes

“Innovators” are the first to adopt new ideas, followed by “early adopters,” “early majority,” “late majority,” and “laggards.”

Mass Communication let us know the big impact of mass media to public or individual opinion.


DEFINING SOCIAL SUPPORT

In Mass media messages, individuals come up with their own opinion, in their social group they will try to explain their own opinion until they define it in each other and they will have mutual understanding until they achieve and accept changes in their environment.

Opinion was made of by individual perception to a certain issue. Each and every one of us come up with our own opinion because of our own and different experiences. We come up of different information, but through personal interaction and by attending to the mass media and through listening with opinion of others, individuals easily adopt to the current situation and observes their environment carefully. If, individuals understands their social environment with their own opinion and with the opinion of others then they will build social support

Bernadas, Ronalyn A. (Comm Elect2/ 2:30-5:30pm)

Bernadas, Ronalyn A.

Comm Elect2 2:30-5:30pm





SETTING THE AGENDA


The “agenda setting” theory describes what the mass media significance and it explains a powerful influence of the media. Setting the Agenda is that something you are spreading an information. It also clarifies controversial part in determining which and what topics are the center of public awareness and action. In Walter Lippnan theory, it talks about on what is the role of the mass media in the shaping of public opinion.


It also suggests that mass media have an important impact on the cognitive level without affecting predisposition. Meaning, you can use reasoning without disturbing your attitude and feelings. Media was a powerful medium. Media has a great impact to the public. Media and public are connected with each other. Media can shape and influence every individual. In Agenda-setting, media or press does not replicate reality, they clean issue and because of this, media concentrate to what the public wants to understand.

For instance, you are watching the news about the death of former President Corazon Aquino. From this news, you feel that you are so hurt and sad because of her death. So, media reporting can lift up and promote to what the public stand to a particular issues, people, and even in an institutions. The more public are talking about a certain issues, the more they take actions and something to achieve their purpose. This is not just studying very hard without doing and pursuing yourself to do your obligations and knowing what is your purpose to study.


One of the concepts in agenda-setting theory is the issue salience which people who are interested in an issue were more dynamic in giving their judgment. They concern the issues that are most likely connected in their life.



DIFFUSING INFORMATION AND INNOVATION

Diffusing information is that spreading or supplying of information to the target public. In diffusion of innovations, it requires communication among innovators, diffusers and possible adopters in order to attain an understanding.


Media also has a great function to this. For example, you and your friend are communicating with each other and someone is watching the two of you and might think and mistaken of what she/he hear from the two of you..And this someone told to her/his friend what he/she heard from you and that message which is not true are spreading and spreading.


This is an example of transmitting a message. Once a message is transfer, it will continue to transfer to other individual. Individual should expose to information and should know better information and have some idea on how the innovation works. Individual or public should also search for information and details about the innovations.


Public should also consider the benefit and weakness in using an information and public may make a decision whether they accept or reject that. Public can also start and establish the usefulness and value of this.



DEFINING SOCIAL SUPPORT


Staying or remaining silent in a group? That is a spiral of silence theory. Some individuals think that their ideas may overlap and hurt to somebody that is why they remain silent.


Defining social support can be a function and can take place through an interactive process. It can be through verbal and non-verbal communication. It can lessen doubt regarding the situation and may also build a perception. It may also enhance a sense of personal control and it is basically a communicative process. Social support may help individual to build a sense of self-confidence and it can provide acceptance. This will also give a precise feedback about something.


One example of this is the power of media. Because of the power of media, people can easily adapt and media shape and influence people. For instance, there is a report in a television and you are watching that report and that report is about the reaction of publics about the incoming election. From the views and opinion of the public being interviewed in that issue, we may believe from that opinion. That is why; media has an influential medium in communicating to the target public.